Commuters in London this morning were treated to a taste of Gilead’s oppressive laws as part of a campaign by 4Creative promoting the return of drama series The Handmaid’s Tale. The front of the Metro newspaper featured a cover wrap stating “Women are not allowed to read this newspaper” while the expansive digital billboard at Waterloo station simply said: “The city is no place for a woman. A woman’s place is at home.”
Displayed with little to no explanation initially, the bold campaign has drawn inquisitive double takes from passersby, though each is followed by a “reveal” showing Elisabeth Moss’ character Offred holding a burning headdress – a signifier for fans of the show. 4Creative sought to channel the culture of Margaret Atwood’s fictional patriarchal regime, which controls the fate of women and removes their freedoms, bringing its fundamentalist ways into everyday life.
“In a world where women are quite rightly demanding equal pay, speaking out against harassment and where gender equality is such a hot topic, we wanted to sneak up on people unexpectedly and create temporary outrage with a controversial campaign to launch the second season of The Handmaid’s Tale,” says Alice Tonge, head of 4Creative.
Other digital posters around the UK display statements such as “Women have no business doing business,” and “The only job for a woman is to reproduce”. The campaign will roll out across cinemas, Kindle and social media ahead of the launch of series two this Sunday 20 May at 9pm.
- Protests, cute culture and the UK’s fruit market: Suzy Chan on her innovative design practice
- Multi-disciplinary artist Samuel Burgess Johnson on his work for The 1975
- Amanda Baldwin translates everyday objects into fine art reflections of society
- Animator and illustrator Anna Katalin Lovrity works with “brave and rough shapes”
- Charles-Henry Bédué photographs the intimacy and mystery of family homes
- Erik Brandt releases his final Ficciones Typografika as a book documenting the project’s entirety
- Photographer Ryan Duffin embraces the quirks of his subjects and the outtakes of life
- Q is the world’s first genderless voice hoping to eradicate gender bias in technology
- How and when do you shut down your studio? Carly Ayres on the decision to close HAWRAF
- Alexis Jamet's animations are warm, nostalgic and beautiful in their simplicity
- KFC's latest ad reminds you it's not AFC, BFC, or even CFC